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   Part C. Promoting Interest and Participation in Initiativ... >
      Chapter 6. Promoting Interest in Community Issues >
         Section 18. Using Direct Mail >
             Tools & Checklists - A checklist that summarizes the major points contained in the section. >

Using Direct Mail

  

Tools & Checklists

 Contributed by Tim Brownlee Edited by Jerry Schultz

Tools

Tool #1: Where You Can Buy Mailing Lists
Tool #2: Questions to Ask a List Broker
Tool #3: Goals and Strategy Worksheet
Tool #4: 20 Tips for Writing a Successful Direct Mail Letter

Checklist

Tools


Tool #1

Where You Can Buy Mailing Lists

Here are trade associations that are resources for mailing lists in the U.S.:

Advertising Mail Marketing Association (AMMA)
1901 N. Fort Myer Dr., Suite 401
Arlington, VA 22209-1609
(703) 524-0096
Fax: (703) 524-1871
http://amma.org

Alliance of Independent Store Owners & Professionals
2925 Multifoods Tower
Minneapolis, MN 55402-0014
(612) 340-1568

American Mail Marketing Association (AMA)
(312) 648-0536

Direct Marketing Association
1120 Avenue of the Americas
New York, NY 10036-6706
(212) 768-7277
http://www.the-dma.org

Mail Advertising Service Association International
1421 Prince St., Suite 200
Alexandra, VA 22314-2814
(703) 836-9200
http://www.masa.org

National Mail Order Association
2807 Polk St. NE
Minneapolis, MN 55418-2954
(612) 788-1673
http://www.nmoa.org


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Tool #2

Questions to Ask a List Broker

  1. Who is on the list?
  2. Is it a list of everyone who responded or of actual donors?
  3. If it is a list of actual donors, how recently were the donations made?
  4. How recent is the list? When was the list last updated?
  5. Can you get a "hot name" select list of those who have made donations within the last 90 days?
  6. How often has this list been rented? (You don't want to send mail to people who get it by the ton. Also, lists go stale.)
  7. Has the list been tested?
  8. After testing, did the renter of the list continue the rollout of their package? (It is possible the list did not bring a high response.)
  9. Did the mailer rent the list as a follow-up mailing? (Usually a good sign.)
  10. Where did the list come from?
  11. If it came from a company that compiled it, ask to see a sample of their mailing. This may be the most valuable way to see the relevance of the list for your purposes.
  12. Is the list clean? Has it been through the U.S. Postal Services National Change of Address (NCOA) file?

NOTE: Lists should be kept up-to-date by running the names and addresses through the NCOA. Of all the various list hygiene methods, this is the most crucial because it will eliminate most of the undeliverable mail from the list. Obviously, the more recent the NCOA check, the more accurate the list will be. Remember -- returned mail can be a huge waste of money and time for everyone. Ask the list broker for a copy of the list specifications and proof that the NCOA check is reasonably current.

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Tool #3

Goals and Strategy Worksheet

It is always important to have specific goals in mind for your direct mail campaign before you start production. This worksheet can help you determine what's important to you for your campaign -- and what isn't -- up front.

1. What do I want to accomplish? What is my goal?

( )Generate leads

( )Generate awareness

( )Increase donations

( )Generate new members

( )Increase average donation amount

2. Who am I talking to? What interests them? Where do they live? How can I get their attention? (age group, occupation, hobbies, marital status, family size, ethnic group, gender, education level, religious affiliation, civic-mindedness)

3. What is the offer? What do I want them to do?

4. What is the strategy?

5. How will I get potential donors interested in the initiative?

( )Frequent postcards

( )Special events

( )Other

6. If they are a business, what is the industry? How many employees do they have? Is the business innovative? An industry leader? Environmentally conscious? Active in the community?

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Tool #4

20 Tips for Writing a Successful Direct Mail Letter

Writing copy for a direct mail package is something that takes practice. If it 's done right it can be very successful. Here are some tips for writing the letter that will go into your direct mail package.

  1. Always follow AIDA: attract Attention, stimulate Interest, create Desire, and incite Action. It will not fail.
  2. Keep paragraphs and sentences short -- 10-line paragraphs and 7-word sentences, maximum.
  3. Use one-syllable words as much as possible. The ideal number of syllables for 70 words is 100.
  4. Say what you mean and mean what you say. The best way to do this and stay on track is to picture a sample prospect in your mind's eye and write to that person. This has the double benefit of keeping you focused on an individual and helping you create a personal, one-to-one feeling with your words.
  5. Use words people are likely to understand. Use jargon only if you're sure it is appropriate.
  6. Use active, not passive tense (i.e., It's better to say, "get your new whatchamacallit " than it is to say "send for your new whatchamacallit.").
  7. Run your copy through a spelling/grammar/style-check software program. Keep in mind that most people tend to write on too high a level and too wordy -- make it concise.
  8. Be conversational, yet clear. Write it like you would say it, within reason. Don't throw out every grammatical rule!
  9. Words can be interactive -- use words that help the reader imagine themselves involved in the project or initiative. Use these words to invite the reader into your scenario and set the stage for action: learn, discover, try, explore, test, find. Use these words to promise something new: new, now, announcing. Use these phrases to help move the reader smoothly from paragraph to paragraph to order card: in addition, furthermore, what's more.
  10. Rewrite copy over and over and over until it's clear. Show it to people who have nothing to do with your project, and see if they understand it.
  11. Use a powerful headline above the salutation that focuses the reader's attention quickly (i.e., "We need your help now to clean up our neighborhood and make it safer and more beautiful for us all.").
  12. Use a headline group(headline, subhead, and bulleted phrases that extend the headline message) to promote greater involvement than one headline. Use subheadings to introduce new thoughts and to move from one part of the letter to the next. This helps avoid eye-glazing, mind-numbing, wall-to-wall copy without some white space.
  13. Make the first paragraph a real grabber -- get to the point at the beginning of the letter, preferably within the first five lines. If you don't present the offer early in the letter you will lose the reader.
  14. Be "you" oriented -- answer "what's in it for me?" Speak to the recipient's needs and desires. ("If you donate, you get...") Don't begin the letter talking about yourself or your organization or you will lose the reader; the message needs to be of importance to them. A phrase to keep in mind is, "Talk about my lawn, not about your grass seed!"
  15. Use body copy to expand on benefits promised. This is done by backing them up with examples of use, testimonials, and other supporting evidence.
  16. Present a list of benefits in list form (numbered like this checklist or with bullets).
  17. The signature should be in blue ink. This makes it look like it was signed by hand and appears more personal.
  18. Always include a postscript ("P.S."). Research shows that the letter is the first thing the reader looks at in the package, after the outside envelope. And many look at the "P.S." first. Use the "P.S." to restate your proposition, just as in the beginning of the letter.
  19. Write long copy; it sells better than short copy. If they are reading the letter you have them hooked, so details written well and at length will not lose them. Testing has shown that a four-page letter (or even longer) will almost always out-pull a two-page letter when going for an appeal.
  20. Call for action from the reader. This is one of the most important tips. Tell the reader what you want him or her to do ("Send a donation now to help build new affordable housing for the poor.") Even after the appeal and enclosing several informational pieces in the package, you can't assume the reader will do what you want them to do, right now. But that's what they must do. So spell it out. Does she complete a reply card, call a toll-free number, complete a questionnaire, check a box, or detach a reply card? Is there a postpaid or self-addressed reply envelope to use? If they do it now, it helps both the reader and your organization because of the final result. If they wait until later they will forget about it.

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Checklist

Here, you'll find a checklist summarizing the major points contained in the text:


Understanding what direct mail is and how it works

___ You have decided to use direct mail for one or more reasons (selling a product or idea, conducting market research, image building, creating awareness, generating and qualifying leads to build sales or donations, introducing new products or ideas, or presenting special offers or pleas).

Putting together a direct mail package

___ You have determined exactly whom you're trying to target.

___ You have decided to compile or to buy a list.

___ You have questioned list brokers about the quality of their lists.

___ You have planned my goals and strategy for the direct mail package.

___ You have decided on the format of the package.

___ You have determined the budget for the direct mailing.

___ You have created and printed the package.

___ You have mailed the package to my mailing list.

___ You have tested the mailing and tracked the results.


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